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SIRIUS Marketing and Social Research
10 YEARS INTO PROMOTINGEXCELLENCE IN RESEARCH
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About us in a nutshell
We are a full service research agency
Established in 1995 50 full-time staff
300 + Freelance Interviewers Field Offices in 6 major cities
Completed 500+ research projects, involving5,00,000+ interviews
ONE OF THE LEADING MARKET RESEARCH AGENCIES IN BANGLADESHONE OF THE LEADING MARKET RESEARCH AGENCIES IN BANGLADESH
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Our Association Associate of IMRB International, the largest MR agency in
South Asia, and part of the Kantar Group, worlds 3rdlargest MR company
Have access to validated and standardised researchtechniques and methodologies which are used globally
Listed with ICC/ESOMAR and bound by code of conductfor MR practices
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Types of research handled by us..Birth of a
product/brand/IdeaBirth of a
product/brand/Idea
Concept Tests
Usage and Attitude studies
Simulated Test Marketing
Pricing Research
Concept Tests
Usage and Attitude studies
Simulated Test Marketing
Pricing Research
Post LaunchPost Launch
Brand Health Studies
Pack Option Tests
Product Tests/Blend Tests
Brand CommunicationTracking
Media Research
Ad Tests
Customer Satisfaction Studies
Brand Health Studies
Pack Option Tests
Product Tests/Blend TestsBrand Communication
Tracking
Media Research
Ad Tests
Customer Satisfaction Studies
The greatestchallenge is to
predict theperformance of the
brand/product
Provides vitalinputs to leverage,
maintain and
review variousaspects of brandperformance
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Some other types of research we handle..
Social Research/Opinion Polling
Trade & Distribution Research Banking & Service Sector Research
Industrial Product Research
Pharmaceutical Research
We cover the whole spectrum from building abrand or product to tracking its performance
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Some of our Clients ... Media
Prothom Alo
BBC
VOA NGOs/World Bodies
Social Marketing Company
DFID
Asia Foundation IFES (Washington)
UNIFEM
Advertising Agencies Adcomm
Asiatic
Unitrend
Grey
Mediacom
Bitopi Pratishobdo
FMCG/Manufacturing/Service BATB Unilever Bangladesh
Grameen Phone Nestle Bangladesh Pepsi Marico Asian Paints
Heinz DHL
Givaudan Singapore
Rahim Afrooz
Lafarge Cement
CEMEX Godrej Sara Lee
Banking/Finance Standard Chartered
HSBC
Citibank N.A.
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Some of our major continuous research.. Consumer Household Panel
Panel members tracked monthly for purchase behaviour 30 towns and 150 villages- 4500+ households
31 categories covered
Television Audience Measurement Weekly measurement panel based Currently 580 households every week Track channels watched Valuable tool for media planning
Continuous Prescription Audit 240 markets ; 480 pharmacy shops Since Oct97
Continuous
Continuous Brand Tracking for FMCG and MobileTelephony
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Media Research
OUR RESPONSE TO THE SIGNS OFMEDIA BIG BANG
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Why do we need to research Media.. Over the last few years the market place in Bangladesh has experienced a
remarkable in change in terms of availability of new products and services
There is a growing discrimination of brand choice and segments emerging
The consumption and expenditure behaviour is changing continuously
The preferences and choice drivers are often distinct to a certain type of
consumer and at times confusing too
Added to this is the myriad ways to grab the attention of the consumer
Recent years have seen the proliferation of both local and foreign private
satellite channels widening the consumers choice Print media is also expanding its fold with new dailies being launched-
fighting for a space in the stands along with the older ones
Need to obtain insights on media habits of the consumers
To formulate appropriate media strategy
Plan to disseminate information on the product to the relevant audience
Thus..
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Why do we need to research Media.. To disseminate the information regarding products and services in comesMedia Plan
The challenges ahead of a Brand Manager or a Media Planner is to developa media plan
They have to
Define the target audience
Estimate the size of the audience
The media vehicle or the combination of media vehicles to be used
Time slots and Programmes of interest/attracting higher viewer ship
of the target profile for TV
How often each media will be used
Media plans will have to achieve the target set within the certain budget
Media research provides measures on all the variables required to draw upa media plan
Circulation of newspapers,magazines and access to TV,
radio are not sufficientindicators to assess penetration
across various populationsegments
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The Media Big Bang..
Just to give you and idea about the complexity
Number of local TV channels-5
Number of foreign satellite channels attracting decent viewer
ship-19
Number of Dailies which have significant presence either
nationally or regionally-56
Viewer ship and reader ship varies byage,gender,urban,rural,income levels, occupation etc.
Just to give you and idea about the complexity
Number of local TV channels-5
Number of foreign satellite channels attracting decent viewer
ship-19 Number of Dailies which have significant presence either
nationally or regionally-56
Viewer ship and reader ship varies byage,gender,urban,rural,income levels, occupation etc.
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Our contribution down the years..
1997 till date Sirius Television Rating IndicatorPoints (STRIP)
Si1997 till date rius Television Rating IndicatorPoints (STRIP)
2002National Media SurveyNational Media Survey2002
National Media Survey2005 National Media Survey2005
On the horizonOn the horiz People Meteron People Meter
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Our contribution down the years..
National Media Survey
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A Large Canvas..National Media Survey
National Media Survey
A nationally representative survey based on a large sample size tounderstand
The emerging trends in media habits spanning all media fromprint, TV to Internet
User ship/Penetration of some chosen product groups and keybrands within the categories
The study is one of its kind in Bangladesh which was conducted by usfirst in 2002 and then followed by the latest edition in 2005
The study is of great importance as it not only gives an idea about
media consumption but also links it to product user ship/ penetrationwhich can be used effectively for
Defining target consumers
Drawing up media plans
Use it as a baseline for weighting purposes for other research
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A Large Canvas..National Media Survey
National Media Survey
Information Areas
Media Habit
PrintMedia
TV Radio Cinema Internet
Daily MonthlyFortnightlyWeekly
Reader ship and Viewer ship can be drilled down by
Age
SEC
RegionCentre Type (Urban/Rural)
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A Large Canvas..National Media Survey
National Media Survey
Information Areas
Along with the Media part we covered product/brand usage for many categories ofproducts as given below
Household Products
Paints
Fabric WashFabric Whitening
Oral Care
Insecticides
Floor Cleaner
Utensil Cleaner
AntisepticCreams/Lotions
Personal Products
Face Wash
Shaving Items
Mobile Phones
Toilet Soap
Shampoos
Hair Oil
Fairness Creams
Cigarettes
Edibles
Potato Chips
MineralWater
Soft Drinks
Tea
Coffee
Milk/MFD
Edible Oil
Durables
Tape Recorder
Fridge
AC
WashingMachine
Car
VacuumCleaner
Kitchen Items
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A Large Canvas..National Media Survey
National Media Survey
Methodology
4 Pop Strata in eachDivision
Divisional Head Quarter
Large town (MunicipalTown)
Small town (Non Municipal
Town/Thana)
Rural
GEOGRAPHICALSPREAD
6 Divisionscovered
Dhaka
Chittagong
Rajshahi
BarisalSylhet
Khulna
Total
Sample13,169
adults
in 146
centers
All the centers were selected randomly by a Probability Sampling Method
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A Large Canvas..National Media SurveyNational Media Survey
What NMS provides..
An integrated approach to media habits and product informationwhich helps marketers and Ad agencies to
Define the target market and assess the performance ofproducts and brands by market segments
Identify winning territories from brands
Understand future potential for products and brands based oncurrent exposure
Understand the demographics of users in detail
Link products and brands with media habits
Formulate and test alternative media plans to maximise reach
and optimise cost
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Sirius Television Rating IndicatorPoints (STRIP)
Sirius Television Rating Indicator
Points (STRIP)Tele-visionary..The study is a continuous measurement of TV viewing patterns for all the52 weeks in a year
It is a syndicated study of interest to all TV networks, advertisers, mediaplanners, Ad agencies and cable operators
All Bangla channels (ATN,Channeli,NTV) as well as Ad agencies are
regular subscribers to the report
The system tracks the growth and decay of programme viewer ship forBTV as well as main satellite channels available in Bangladesh
This information is crucial to media planners who need to obtain timelydata on viewer ship
To assess the size of the audience
Understand viewing habits by demographics and socio-economic
features
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Our contribution down the years..
SIRIUS TELEVISION RATINGINDICATOR POINTS
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Sirius Television Rating IndicatorPoints (STRIP)
Sirius Television Rating Indicator
Points (STRIP)Tele-visionary..Coverage
Dhaka metro
Age 15+ years
576 TV owning households
Baseline was conducted among 3000 households in Dhaka to understand
Socio-Economic distribution (SEC)
TV ownership
Access to Terrestrial and C&S
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Sirius Television Rating IndicatorPoints (STRIP)
Sirius Television Rating Indicator
Points (STRIP)Tele-visionary..Data Collection
Every panel member is visited each week to collect a Self Completion Diary
Each panel member records their TV viewing with details on time slots andprogrammes watched in the diary
At the time of collection a short interview is conducted with the panelmember to
Validate and check the time slots and programmes recorded
Fill up the empty slots if left blank
Drop outs from the panel are substituted with members with similar
Demographics-SEC, Age, Sex
C&S or only Terrestrial
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Sirius Television Rating IndicatorPoints (STRIP)
Sirius Television Rating Indicator
Points (STRIP)Tele-visionary..So what do we get from STRIP..
Weekly Channel Reach (defined as the total number of different, unduplicated,individuals who has viewed the program)
Programme and Slot Reach
Advertisers
Evaluate the effectiveness of the campaign with Pre and Postevaluation of cost and viewer ship by Channels, Programmes,Spots
Understand what % of the total target group has been/ would beexposed to the campaign based on demographics
Understand the Reach vis--vis competition
Evaluate the cost of the campaign
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Our contribution down the years..
FUTURE PERFECT-PEOPLE METER
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Sirius Television Rating IndicatorPoints (STRIP)
Sirius Television Rating IndicatorPoints (STRIP)
Tele-visionary..Data Collection
We would soon be introducing the World standard in measuring TV viewership
People meters are electronic devices which will be attached to the TV setsof the panel households
This particular endeavour entails intensive training of the panel membersas well as rigor on our processes
These will record viewer ship of all the household members minute by
minute there by eliminating the human element which the diary system inSTRIP uses
Result will be a much more accurate data on channel switches by theminute for each person in the household
Media planners and Brand Managers will have the perfect tool to draw upmedia plans
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